WithafacefilterforFacebookandInstagram,wearesupportingDoctorsWithoutBordersintheirinternationalcampaign#NoPatentsInAPandemictohighlighttheimpactofmedicalpatentsduringapandemic.
Client
Ärzte ohne Grenzen
Industry
Healthcare
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
An AR filter brings the demand for patent suspension directly to the face.
Patents make vaccines inaccessible.
The pandemic hits unevenly worldwide: patents block access to vaccines, tests, and protective equipment. The goal was to raise awareness and shift public opinion. Success was measured through filter downloads, shares, and reach on social channels.
The Spark AR face filter for Facebook and Instagram was launched in German and English, with a Spanish version in the works. Complementary share assets and social templates facilitated sharing. The result was thousands of downloads, a six-figure organic reach, and numerous shared statements that sparked debates.
The filter makes the demand immediately visible.
The filter carries the message 'Protect People, Not Profits' directly on the mask and encourages sharing. With a clear statement, easy application, and pre-made post templates, users could quickly engage and spread the demand.
The process went from research and prototypes to rapid implementation in Spark AR and rollout on Facebook and Instagram. The core idea was simple: to place the message on an FFP2 mask so that it feels personal. Technically, we relied on a lightweight, high-performance filter design that runs reliably on mobile devices.
The filter is direct, easily shareable, and instantly understandable.
The combination of striking design and native sharing mechanics had the strongest impact. Early localization increased reach, clear call-to-actions promoted mobilization, and digital activation made a complex political demand tangible and debatable.